Transactional leadership vs transformational leadership in automotive digital marketing.
Transactional leadership has a large part to play in digital marketing , setting goals , increasing efficiency , getting team members to do their part and following what others do however that will only get you so far as often more than not it is responsive leadership.
What is needed more in automotive digital marketing is transformational leadership , trying new things , throwing out the rule book and being open to a new way of doing things. Transformational leadership is about being proactive and engaging all staff in your overall mission. Its one thing to do what others do , for example third party listings , Search marketing ads , selling via email these would be examples of transactional and driven by the transactional thought that everyone else does it to varying degrees of skill. Don't get me wrong you need to do these things and do them well adjusting and continually improving.
However then there is transformational examples like using video Facetime or other tools to sell to customers out of town or to encourage them into the dealership with a live personalized video call and presentation of the car. Or setting true ground breaking customer service benchmarks that go beyond what every other dealership does. They key is having an advantage over everyone else. Let everyone else be late to the party and follow you rather than the other way around.
It was Steve Job's that said "innovation distinguishes between a leader and a follower"
In New Zealand the transformational ideas don't get much traction as many are set on following the crowd. No one wants to experiment with new ways of doing things and without that experimenting new innovations and competitive advantages don't see the light of day until they are brought in from elsewhere / other countries.
I feel proud and grateful that I have been involved in the automotive industry in New Zealand and overseas for the past 16 years. I want to be proactive and have the ability to bring forward my ideas to serve the industry further in a positive manner.
Anngow Marketing are seeking all forward thinking / open minded dealers to work with to drive future growth and are looking for dealers in the industry that want competitive advantage.
Copyright 2020 Anngow Online Limited trading as Anngow Marketing Dunedin. We are based in Dunedin but operate throughout New Zealand.